Comment - Spirits - A Word with Woodard

Comment - Spirits - A Word with Woodard

By: Richard Woodard

Resident columnist and spirits know-it-all Richard Woodard provides his monthly take on the latest in the global white spirits industry.



What's coming up in spirits in 2017? - Predictions for the Year Ahead - Comment 19 Jan 2017

Following on from Chris Losh's look at the year ahead for wine and Stephen Beaumont's consideration of the future for beer, Richard Woodard looks at how the white spirits segment is shaping up for 2017.


How can Cognac bridge the gap between China and the US? - Comment 5 Jan 2017

To coincide with the release of just-drinks latest Spirits Essentials coverage, Richard Woodard considers the dangers facing the Cognac segment if it continues to operate solely at the extremes of China and the US.


How to win in gin - Comment 6 Oct 2016

As one of the drinks industry's more unpredictable booms continues, have we reached 'peak gin'? Not yet, suggests Richard Woodard, but new market entrants will have to be smart – or have deep pockets – if they're to cash in.


How to verify a gin boom - Comment 11 Aug 2016

There is a definite scent of juniper in the air. But how long will it last? Richard Woodard takes a closer look at the rise and rise of gin. 


Why is rum still stuck on the runway? - Comment 14 Jul 2016

For years, rum was lined up to be the spirits industry's next big thing. And yet, for all the shining promise of the category's mix of heritage, mixability and positive lifestyle cues, that potential has never quite been fully exploited, particularly in the vital US market. Richard Woodard reports.


Is Brown-Forman putting too many eggs in one basket? - Comment 14 Jun 2016

Brown-Forman's recent strategic moves represent a narrowing of the company's focus on its core strengths: Whisk(e)y in all its forms, with Tequila playing a supporting role. The big question now is whether that process should continue to its logical conclusion with the disposal of Finlandia vodka, a brand that has hardly been a star performer in recent times.


How Patron taught the spirits category to walk the walk - Comment 17 May 2016

What is the best way to evaluate a spirits brand's performance? Is it all about volume? Is it about value? Or, is there more to it than that? Do some brands deserve extra credit for pioneering a new segment, over-achieving in their given sphere, transcending their category? Johnnie Walker is one name that ticks most - if not all - of these boxes; Jameson is, arguably, another. But, what about Patrón Tequila?


How can gin stem the slide in the US? - Comment 19 Apr 2016

Much as all looks rosy in the UK, the gin sector has struggled in the US in recent years. What is the segment doing wrong, in a spirits market that offers generous bounty? Richard Woodard investigates.


Is Pernod Ricard's Absolut dying in the US? - Comment 22 Mar 2016

This month, white spirits commentator Richard Woodard considers the present health - or lack thereof - of Pernod Ricard's flagship vodka brand, Absolut.


Travel Retail has plenty of runway - Comment 25 Feb 2016

While some have predicted turbulent times for the Global Travel Retail business, spirits columnist Richard Woodard sees a long and lucrative future for the sector.


The BRIC Markets - Where are they now? - Comment 14 Jan 2016

Since almost the turn of the Century, it's been all about the BRICs. Brazil, Russia, India and China have spent the last 16 years as the focus for growth for every drinks company out there. Richard Woodard takes a look at the four countries and surveys their importance in 2016.


The dangers of squaring up to your competitor - Comment 17 Nov 2015

Do you remember the Pepsi Taste Challenge? Richard Woodard does, and he sees echoes of it in Bacardi's latest activation for its Oakheart spiced rum brand.


Are we kidding ourselves over craft spirits? - Comment 1 Oct 2015

This month, Richard Woodard drills down into the perceived threat of craft spirits and finds more than just a load of small-scale brand names to worry about.


Why consumers don't care about vodka's provenance - Comment 25 Aug 2015

This month, Richard Woodard considers the marketing opportunity - or lack thereof - of provenance when it comes to marketing in the vodka segment.


Bacardi's Banks Buy: Are Big Spirits Companies Failing to Innovate? - Comment 21 Jul 2015

Earlier this month, Bacardi announced its purchase of Banks, a Mauritius-based range of rums. Why would a company whose name is synonymous with the rum category - almost transcends it - buy a rum brand? Richard Woodard investigates.


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